This season, ROXY celebrates the essence of surfing and the women who first brought it to life.
The campaign – shot in the dream-worthy landscapes of Fiji and the Mentawai Islands – showcases ROXY’s Early Surf collection, the very heart of surf culture. Early Surf is an unspoken ode to the pioneers, the first women to challenge the ocean professionally. Hawaiian ROXY surfers Mainei Kinimaka and Kelia Moniz are at the heart of the collection. Both women come from Hawaiian surfing legacies and always fight to keep the traditions of surfing alive.
Early Surf is an unspoken ode to the pioneers, the first women to challenge the ocean professionally. Hawaiian ROXY surfers Mainei Kinimaka and Kelia Moniz are at the heart of the collection. Both women come from Hawaiian surfing legacies and always fight to keep the traditions of surfing alive.
From tropical printed button-ups, to summer overalls, from cutoffs to azure swim, Early Surf tells a story of search for the perfect wave, one of observation of the ocean and walks across palm groves. It offers warm crew necks for sunrise drives to the beach, comfortable sandals to slip on after a surf, large brimmed hats to lounge and rest in under the sun.
The collection is fresh, summery, infused with the prospect of adventure to come.
